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The Science of Retail
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Priyanka Sharma-Sindhar
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Last Updated on January, 27 2009 at 01:34 PM
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This might not seem like the best time to open a new boutique in
Oakland, but it's often said that the strongest businesses are born in
a recession.
Perhaps that's why Kimberly Walker and Kimberly
Burroughs, friends and now co-owners of Kimistry boutique on Lakeshore,
didn't shy away from launching their new business in September |
This might not seem like the best time to open a new boutique in Oakland, but it's often said that the strongest businesses are born in a recession.
Perhaps that's why Kimberly Walker and Kimberly Burroughs, friends and now co-owners of Kimistry boutique on Lakeshore, didn't shy away from launching their new business in September.
Oakland residents Walker and Borroughs met nine years ago in a book club. They realized they loved the same social activities. Those included reading, of course, and shopping. Both came from strong professional backgrounds – one worked at Visa and the other at Gap.
Five years ago, Walker decided to become a stay-at-home mom. She quit Visa, where she had worked for 10 years, and started an interior design firm that she could run from home. When her kids began going to school, she created a business plan for a boutique. She had always been passionate about fashion and decided to make it her career.
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Kimberly Walker
So last spring, she reached out to Burroughs, who had spent 15 years working at popular national level retailers like Gap, Anne Taylor, and the Limited. Over the years, she got to work on various aspects of the business as her roles included, among others, being a sales person to the director of stores to the buyer that determines what goes on a store's shelves.
"Both of us enjoy the fashion industry," says Burroughs. "We came together and decided this what we wanted to do."
Kimistry opened on Lakeshore Avenue with a small party on September 19. The clothes are contemporary. The designs are simple and chic. And there are no pants. Kimistry specializes in tops and dresses.
And so far, they say it's working. They're in the black. And it's because of their backgrounds, says Walker.
"We're very business-strong," she says. "People think if you have a fashion sense, that's what sustains a business. No. It's knowing how to create a harvest in lean times."
And how is that? By buying well, she says.
Kimistry plans to avoid the mistakes made by other retailers by not overstocking their boutique. Their inventory is small, even though they cater to all body types.
But the size of the selection isn't what's important, says Walker. It's the quality. And their goal is to sell unique pieces at moderate prices, she says. They primarily carry California designers such as Collective Concepts, Yag Couture, and Trinity, whose products hang alongside local art. The cheapest items in the boutique are their jewelry pieces, which retail for $24. The bags start at $58, while the tops begin at $48.
The little store has so far attracted customers by word of mouth. But this year, Walker and Burroughs realize that they need to do more. "The pulse of where the economy is what makes it challenging," says Burroughs.
Kimberly Burroughs
The two are confident enough in their offerings that they believe that if someone enters their store, they will probably like something enough to buy it. But the key is in being able to get enough people to walk in the door. They plan to host more events as the weather turns warmer and are looking to collaborate with local artists.
Kimistry
3261 Lakeshore Avenue
Phone: 510-444-8007
Monday through Friday: 11 a.m. to 6 p.m.
Saturday: 10 am to 6 pm
Sundays: Closed.
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